The following is the Rethinking ABM From ItSMA Report recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
According to itSMA and ABM’s ABM report 2020, “Rethinking ABM’s next opportunity,” the company is continuing to invest in ABM (account based marketing), with an average of 27% of its marketing budget dedicated to this strategy.
About 76% of respondents said that their return on investment (ROI) from ABM was significantly (26%) or slightly higher than that of traditional marketing initiatives (50%). Only about a quarter said the proportion was roughly the same (12%) or lower (12%).
Moreover, the ABM initiative has clearly had a positive impact on the companies surveyed. This is especially true in business relations. 71% of respondents said that through the ABM program, there has been a measurable improvement in this area.
Since its inception in the early 21st century, ABM has focused on one-to-one marketing for existing customers, which has evolved into a strategy with multiple methods. According to the study, these methods are still defined as one-to-one, one to less and one to many. The majority of respondents (64%) said that their companies used a single type of ABM, and the most popular joint strategies were one to few (24%) and one to many (24%).
Another 24% focused on two types of ABM; only 12% focused on all three types of ABM.
Changes and challenges of activity based costing management
If the impact of novel coronavirus pneumonia is not assessed, the study of asset management in 2020 will be incomplete. The report points out that although the asset management objectives of most companies (54%) have not changed due to the crisis, a large proportion (42%) have changed their objectives.
For those who changed ABM’s business objectives as a result of the epidemic, certain priorities became more important, including business growth for existing customers, support for specific major opportunities or transactions (37%), and sales to new customers (33%).
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